Arnott’s – Good Time

Arnott's - Good Time

Seamless recruitment of new consumers with digital sampling facilitating in-moment activation for newly launched variant

Case study
Good Time, the iconic biscuit brand by Arnott’s, was assisted to launch a new variant successfully with a digital sampling campaign in collaboration with Grivy. Mobile-first messaging tapping the micro-moments of consumer desire was leveraged to achieve recruitments at scale with the right push to drive product trials at nearby retail outlets.
2>.4x
Above benchmark Landing rate boosting awareness for newly launched variant nurturing consumers’ interest to drive intent.
49>%
Authenticated consumers showcasing high intent for product trial further initiated on a path to purchase with Grivy user journey.
1>.9x
Beyond benchmark Redeem rate of digital offers at nearby offline stores prompted with proximity based messaging of trade promotion.
The story
A crunch to savour with a delicious flavour !
Good Time, a biscuit brand by Arnott’s, is known to define the joy of snacking with biscuits that crunch up our life with chocolaty delight. The brand has emerged as an all-time favorite choice to snack with owing to its varied range of products carefully curated to match the taste of its valued consumers.
Arnott’s – Good Time
The goal
Identifying the good time to engage and delight !
Good Time’s partnership with Grivy was aimed at shaping consumers’ preference for the brand with targeted mobile-first messaging tapping their micro-moments of desire to nurture intent for new variant trials and drive conversions with digital sampling. The seamless path to store purchase enabled in collaboration with Alfamart, the retail giant in Indonesia, integrated consumers’ experience from online to offline facilitating the brand to expedite launch with amplified onboarding of relevant consumers.
The solution
A cross channel approach to champion the power of digital sampling tapping intent to drive purchase
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The result
Unleashing happiness of new product discovery at 2.4x efficiency !
Good Time was assisted with large-scale recruitment of new consumers measurable with offline sales impact with Grivy enabled :
● Retail management in partnership with Alfamart seamlessly integrating store enablement to carve a smooth path to product trial with digital sampling.
● A/B testing across parameters presenting the ability to define moments of high interest to reach the right audiences with relevant communication to improve the performance of the campaign and beyond.
● Location-based activation with real-time messaging of trade promotions reaching consumers’ at their zero moments of truth to tap impulse and drive purchases.

Thus, enabling the brand with the bandwidth to drive data-driven results of increased brand affinity owing to their ability to identify and act upon the best moments to engage with high intent consumers amplifying conversions for a steep launch of their new variant. They could further dwell on insights to improve efforts for future growth.
Arnott’s – Good Time
Attributions
Captivate audience attention and enable smart redirects.
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Coupons
Digital-first coupons to redeem products in the offline store.
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Footfall
Call-to-action with location intelligence to find nearby stores.
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Authentication
First-party consumer data collection and activation.
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With Grivy user journey, we were enabled to create the buzz much needed to captivate interest and escalate intent for the seamless launch of the new provide variant. Going mobile-first to reach consumers at moments most relevant, leveraging location intelligence, was the strategy we banked on to derive immediate results of uplift in preference and increase in market share. Data collected was crucial to driving our future marketing decisions.
Kristie Djuarsa
Senior Digital & E-Commerce Manager - Arnotts

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